PROJECT:

In 2022, I performed a support content audit for Tesla.com. One of the things that stood out to me during that audit is that for many of the top customer support contact reasons, the related content was super long and dense. I decided to rewrite all the content related to Tesla Accounts and the actions you can take within them to focus on short, easy-to-read, actionable content.

To accomplish this project, I worked closely with product teams, legal, compliance, and the customer support team (both agents and supervisors).

ACTION:

I started the project by meeting with the customer support team to see if my suspicions were correct. From the data, it looked like customers were finding the support page where the information they need is located, but they either weren't reading the page or understanding the information. Customer support agents confirmed anecdotally that they were seeing that happen.

Next I created an outline by identifying all the key information we had on the support page and categorizing that information. From there, I gave each category its own support page and wrote a rough draft of each one.

I took my data, the customer service team findings, and those rough drafts to the product team and proposed that we completely rewrite and reorganize the Tesla Account support section. We compromised and determined I would create the new articles as I intended, and we would pilot that format for one quarter to see if it was affective.

I then rewrote all the information and instructions in that article focused on clear, simple language.

RESULTS:

Creating focused articles about specific issues allowed us to capture keywords and phrases that we didn't have before. The pageviews for this information went up by 27% (when comparing previous long page views vs. total in new shorter pages views). In addition to the rise in pageviews, the support contacts for issues related to this content dropped by 6%.

Several full page screenshots from the redesign can be seen below as well as the original page.